Old Spice - Be Man-tastic
Role in the project
Concept creation | Creative direction | Copywriting
Silver - Effie Awards
Old Spice is an iconic brand used by men for decades. However, Old Spice was facing competition in the men’s grooming segment. Old Spice wanted to re-launch itself differently from all other “boy gets girl” brands and establish itself as the leader in the men’s grooming segment.
Real men don’t try hard.
We flooded the page with content that targets men with no non-sense manly communication.
The overall campaign awareness was up 70%, Brand Awareness 78%, while Purchase Intent increased by 15 points.
In three months since launch, shipment of Old Spice was 24% ahead of target and value share up by 300%.